The first three of these images (which can be seen below), feature Media Molecule’s Sackboy, Mind Candy’s Moshi Monsters and TT Games’ LEGO Gandalf and Frodo. These and further globally recognised game brands made in the UK will then feature at international trade shows and in print campaigns.

The Great Campaign was launched last year, coinciding with the Olympics Games, by UK Government to promote the UK to overseas markets and celebrate how innovative and creative British businesses are.

These new campaign images mark the first time that UK’s games industry will be the centre of attention with a series of promotional images showcasing the innovative and creative talent that the UK’s games sector has to offer. Trade body UKIE has worked closely with the Government to achieve this.

The multimillion pound Great Campaign has already been used to promote the UK industry at several high-profile events, including the Prime Minister and Prince Harry’s visit to the US earlier this year, where they were both presented with lookalike Makie Dolls by MakieLab.

“The UK has a proud tradition of producing world class games and interactive entertainment and it is only right that our amazing sector is recognised and celebrated as part of the government’s GREAT Campaign. We worked hard with government to get this done and are delighted to be able to reveal the new images. We shall now be using the new images to promote the UK games industry at major trade events such gamescom, GDC San Francisco and Game Connection in Paris,” said UKIE CEO Dr Jo Twist.

Siobhan Reddy of Media Molecule added: “We’re very proud that our Sackboy is going to be out there as a global ambassador for the UK games industry. It is really wonderful that the work coming out of UK studios has been recognised around the world and UKIE have done a fantastic job in making this happen.”

Michael Acton Smith, CEO of Mind Candy, said: “Moshi Monsters is a British game made by a British business. We’re therefore delighted that our Moshlings are part of the GREAT Campaign and that we can help promote all that is fantastic about the UK’s games industry.”

Tom Stone, MD of TT Games said he hopes that the Great campaign will “make the rest of the world sit up and realise just how amazing the UK games industry is”.

And UKTI chief executive Nick Baird also remarked: “Including these new images will provide a fantastic opportunity for the UK games and interactive entertainment industry to showcase its work to the rest of the world.”